Scoring Content Engagement in 5 Steps

Scoring Content Engagement in 5 Steps

Digital marketing has a big problem.   Across the board, we’ve become obsessed with capital-T Traffic. Think of the metrics we all know by heart: Impressions, Clicks, CTR, Page Sessions, New Users. These are all important data points, but none of them give us any...
The Empty Promise of Marketing Tech

The Empty Promise of Marketing Tech

Marketing technology has, to a large degree, been a big tease. This claim may seem laughable at first. After all, we’ve been living in the “Big Data” era for almost ten years, and the progress we’ve made in that time has been transformative.[1] But, it is equally true...
5 Steps to Understanding Your Brand’s DNA

5 Steps to Understanding Your Brand’s DNA

Your brand is not your logo. Repeat: YOUR BRAND IS NOT YOUR LOGO. This isn’t a revelation. A quick Google search on that proclamation will return loads of results. Yet so many people continue to use the two terms synonymously, even within the advertising and marketing...
An Open Letter to Marketers: Speak Softly

An Open Letter to Marketers: Speak Softly

Every day, the average American is assaulted by almost 5,000 promotional messages. And American businesses spend hundreds of billions of dollars each year to make this happen. Marketers have polluted the culture with white noise. And the very people we’re trying to...